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<ul><li>To capture an understanding of the audiences within e-sports category, the Data Sciences Division of <keyword id="6368370" type="ORGANIZATION" weightage="20" keywordseo="dentsu-aegis-network">Dentsu Aegis Network</keyword> (DAN) India has launched ‘<keyword id="9364358" type="UNKNOWN" weightage="20" keywordseo="dentsu-play">Dentsu Play</keyword>.'</li><li>Dentsu Play will be operated by DAN Programmatic and will feed into the Dentsu Marketing Cloud ecosystem for advanced visualization, segmentation and analytic capabilities.</li></ul> Pegged at a US$70 plus billion-mark, e-gaming is currently one of the fastest growing categories in content consumption and industry size in Asia; and now, with most of the countries under a lockdown, the category has been propelled into further growth in terms of time-spent and user engagements. Thus, to capture an understanding of the audiences within the category, the Data Sciences Division of Dentsu Aegis Network (DAN) India has launched a gaming demand side platform, ‘Dentsu Play.’ With Dentsu Play, DAN’s Data Sciences Division aims to strengthen the group’s programmatic and tech offerings and in-turn, help brands better connect with audiences in a unified manner. Commenting on the launch, Gautam Mehra, CEO, DAN Programmatic &amp; Chief Data Officer, DAN - South Asia said, “With the growing frictionless payment facilities, mobile phone prices, data rates and promotion of localized content, there has been a surge in the gaming ecosystem within the country that has only propelled further in the lockdown era. The increasing demand from clients to understand more about these audiences to build strong consumer-brand relationships has been a long-standing pain point. The absence of a single ecosystem to understand and buy these audiences in a seamless manner has been a key challenge for advertisers that we are now able to resolve with Dentsu Play. Dentsu Play will overlay complex machine learning algorithms to better segment audiences and identify opportunities that yield maximum value for brands as well as gaming partners integrated with the ecosystem. It will also be capable of serving completely playable ads that have known to have high engagement rates and are a capability of only a handful of DSPs that exist today. Dentsu Play will bring to the forefront better control over performance and insights, whilst ensuring the best of technology deployed to ensure brand safety and transparency.” “The pace at which gaming and e-sports in the Asia Pacific region is growing is absolutely phenomenal. New startups are mushrooming the space every month. The industry has already attracted some of the biggest names in the global ecosystem such as Youzu, Nazara, Unity Tencent and Alibaba investing in it and has over 500 game development companies actively invested. Forging a unique and one of a kind partnership with Unity Technologies, Dentsu Play will expand the network’s capabilities in programmatic gaming with the ability to deploy engaging creatives at scale across the APAC region,” added Sunil Naryani, Vice President Commercials &amp; Partnerships, Amplifi, Dentsu Aegis Network Asia Pacific. Dentsu Play will be operated by DAN Programmatic and will feed into the Dentsu Marketing Cloud ecosystem for advanced visualization, segmentation and analytic capabilities.

As demand for e-gaming picks up, DAN's Data Sciences launches gaming demand-side platform, ‘Dentsu Play'

<ul><li>Dentsu's <keyword id="7642375" type="UNKNOWN" weightage="20" keywordseo="data-sciences-division">Data Sciences Division</keyword> launches Generative Pre-trained Transformer version 3. </li><li>The GPT-3 powered Creative Engine will be merged with dentsu international’s marquee data-driven marketing engine – the <keyword id="9918221" type="COMPANY" weightage="20" keywordseo="dentsu-marketing-cloud">dentsu Marketing Cloud</keyword>.</li></ul>Dentsu Asia Pacific’s Data Sciences Division has announced the launch of a GPT-3 powered <keyword id="11097337" type="UNKNOWN" weightage="20" keywordseo="content-generation-engine">content generation engine</keyword>. The engine is designed to produce several iterations of creative copy tied to historic and predictive performances of content and is embedded in dentsu Marketing Cloud (DMC) – dentsu’s proprietary consumer insight and intelligence platform for creative and performance marketers. Generative Pre-trained Transformer version 3 (GPT-3 or GPT 3) by OpenAI is, by far, the most powerful language model in history. GPT-3 with performance data can put the power of artificial intelligence-led copy-creation in the hands of every Creative across dentsu. Commenting on the product, <keyword id="222016" type="PERSON" weightage="20" keywordseo="Sidharth-Rao">Sidharth Rao</keyword>, Chairman, Dentsu Webchutney &amp; dentsumcgarrybowen India said, “One of modern marketing’s most powerful enablers has been using data to understand audiences and create content that resonates powerfully with them. While compelling storytelling is paramount to connecting brands with their audiences, data enables one to move beyond a single limiting thought to unlock the full potential of an idea. As a digital-first creative network, products such as the GPT-3 powered content engine will enable our teams to mitigate the pressure that content creation requires through the intelligent use of technology to drive efficient creative product and deliver better customer experiences.” Available in 15 languages and applicable globally, the product is very easy to use. The GPT-3 powered Creative Engine will be merged with dentsu international’s marquee data-driven marketing engine – the dentsu Marketing Cloud. Users simply feed the engine with a seed social media caption, theme or topic and the engine generates several iterations of the best predicted performing caption(s) or post copy within a few seconds. The underlying intelligence of the tool can apply quantitative analysis to both pre and post-live-testing cycles and uses AI &amp; ML to predict how audiences will engage and react to any creative message in real-time. “AI &amp; ML allow for the intelligent processing of information to deliver better efficiencies. With Neuro-linguistic Programming and deep learning coming to the forefront of data-driven creative messaging, enabled by GPT-3 and its applications, the link between effective creative messaging and content generation at scale is entering its golden era. The use of this new technology within our creative product is testament to Intelligence Augmentation at the driving seat of creative innovation and yielding better outcomes for clients and marketing practitioners the world over,” added Gautam Mehra, CEO, dentsu Programmatic &amp; Chief Data Officer, dentsu Asia Pacific.

Dentsu APAC’s Data Sciences Division launches GPT-3 powered Content Creation Engine

<ul><li>Earlier this year, <keyword id="42747" type="COMPANY" weightage="20" keywordseo="Tata-Motors">Tata Motors</keyword> launched its Electric Vehicle, ‘Nexon EV’, pioneering the EV segment in India. As a result, dentsu <keyword id="2520956" type="PERSON" weightage="20" keywordseo="programmatic">Programmatic</keyword>’s unique solution delivered an astounding 3X higher CTR than regular display campaigns. </li><li>It also achieved an 81% higher qualified lead ratio and a dramatic improvement in leads. </li><li>The ability to enrich OTT audiences beyond their native platforms has resulted in a dramatic success for the brand and proposition to the industry.</li></ul>The rising trend of cord cutters and streaming surpassing cables, in many economies, has brought with it a new challenge for the advertising sector – that of reaching the audience behind the great OTT paywall. With the changing audience behavior and a dramatic increment in Over-The-Top (OTT) subscriptions, the segment has emerged as one of the most engaging forms of digital content consumption during the lockdown. OTT is no longer a niche but a mass market. In an effort to plan for activating OTT audiences from premium platforms such as Netflix, <keyword id="9364358" type="UNKNOWN" weightage="20" keywordseo="dentsu-play">dentsu Play</keyword> partnered with WATConsult, a globally awarded hybrid digital agency from the house of dentsu international, on Tata Motors and has pioneered a unique solution to target premium, behind the pay wall OTT audiences on platforms outside of the OTT through industry first integrations using first-party and second-party data partnerships. Earlier this year, in January 2020, Tata Motors launched its Electric Vehicle, ‘Nexon EV’, pioneering the EV segment in India. As a result, dentsu Programmatic’s unique solution delivered an astounding 3X higher CTR than regular display campaigns. It also achieved an 81% higher qualified lead ratio and a dramatic improvement in leads. The ability to enrich OTT audiences beyond their native platforms has resulted in a dramatic success for the brand and proposition to the industry. Commenting on the success, <keyword id="1367642" type="PERSON" weightage="20" keywordseo="Ramesh-Dorairajan">Ramesh Dorairajan</keyword>, Head – Sales, Marketing and Customer Care, Electric Vehicle Business Unit, Tata Motors said, “The Great Reset has highlighted several audience trends that will help us enhance our overall brand reach. The increase in OTT content consumption has transformed the way people consume content. This unique data-driven approach from dentsu Programmatic has opened up additional avenues for us to interact, particularly with the audience behind the paywall, while creating a phenomenal impact on our campaign performance as we pioneer an industry-first approach.” “With our industry first partnerships and integrations enabling insights from platforms such as Netflix, Amazon Prime Video, Zee5 and large players in the sector, coupled with our proprietary technology, dentsu Programmatic is proud to have unearthed a unique way to drive business success for clients wishing to target OTT audiences. Using Machine Learning at its core, coupled with intelligence from platforms such as Facebook and Google, we aspire to deliver many such industry leading solutions to common client challenges,” added <keyword id="1376695" type="PERSON" weightage="20" keywordseo="Gautam-Mehra">Gautam Mehra</keyword>, CEO, dentsu Programmatic and Chief Data Officer (South Asia), dentsu international. Sharing her views on the same, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult commented, “As OTT platforms grow and evolve at an exponential rate, they seem to emerge as one of the key focus areas for brands as well as marketers. Therefore, dentsu Programmatic’s tool to effectively tap those audiences has efficiently helped us in actioning a campaign for our brand <keyword id="7931165" type="COMPANY" weightage="20" keywordseo="tata-nexon-ev">Tata Nexon EV</keyword>. From targeting the right set of audiences to creating awareness about the brand and attaining the right amount of consideration, it delivered some remarkable results for the brand.”

dentsu Play and WATConsult's latest innovation for Tata Nexon helps the brand target premium, behind-the-paywall audience on OTT platforms

<ul><li>Three business women have made it to the <keyword id="8204835" type="UNKNOWN" weightage="20" keywordseo="forbes-list-of-100-richest-indians">Forbes list of 100 richest Indians</keyword>. </li><li>Savitri Jindal the matriarch of the steel conglomerate OP Jindal Group is ranked 20 on the list, with a net worth of $5.8 billion. </li><li>Kiran Mazumdar Shaw, 66, is placed at the 54th spot on the list for Biocon, with a net worth of $2.38 billion. </li><li>Pharma owner Leena Tiwari of USV India was ranked 71 on the <keyword id="6373044" type="UNKNOWN" weightage="20" keywordseo="forbes">Forbes</keyword> list, with a net worth of $1.92 billion.</li></ul>Three business women have made it to the <a href="http://www.forbesindia.com/article/india-rich-list-2019/india-rich-list-2019-mukesh-ambani-dominates-adani-kotak-make-big-gains/55657/1">Forbes list of 100 richest Indians</a>. While half of the listees witnessed a drop in their net worth, Savitri Jindal of OP Jindal Group, Kiran Mazumdar Shaw of Biocon and Leena Tiwari of USV India featured on the list, again. As per a recent <keyword id="48085" type="COMPANY" weightage="20" keywordseo="Credit-Suisse">Credit Suisse</keyword> report, Indian female CEOs are at a dismal 2%.The few women in the rich list shows that even fewer made it all the way to the top. The list is topped by Reliance Industries’ chairman Mukesh Ambani for the 12th consecutive year who added $4.1 billion to his net worth. This is thanks to the growth in value after he launched telecom services with Jio. He is followed by Gautam Adani and Hinduja Brothers. Interestingly, the list featured six fresh faces — Byju Raveendran of Byju’s, Manohar Lal and Madhusudan Agarwal of Haldiram Snacks, Rajesh Mehra of fittings company Jaguar, and Samprada Singh of Alkem Laboratories. Savitri Jindal the matriarch of the steel conglomerate OP Jindal Group, was once Asia’s richest woman. She is ranked 20 on the list, with a net worth of $5.8 billion. Set up by her husband Om Prakash Jindal, India’s richest woman now holds a stake in JSW Steel and other mining industries. <div type="image" title="savitri" msid="71538574" hostid="261" caption="&amp;lt;p&amp;gt;Savitri Jindal, OP Jindal Group &amp;lt;sub&amp;gt;BCCL &amp;lt;/sub&amp;gt;&amp;lt;/p&amp;gt;"></div>

 Kiran Mazumdar Shaw, 66, founded and runs biopharmaceutical company Biocon. The female entrepreneur is placed at the 54th spot on the list, with a net worth of $2.38 billion. The company was also ranked in the top 20 global biotech employers. <div type="image" title="kiran" msid="71538599" hostid="261" caption="&amp;lt;p&amp;gt;Kiran Mazumdar Shaw, Biocon Limited &amp;lt;sub&amp;gt;Twitter/kiranshaw &amp;lt;/sub&amp;gt;&amp;lt;/p&amp;gt;&amp;lt;p&amp;gt;&amp;lt;sub&amp;gt;&amp;lt;br&amp;gt;&amp;lt;/sub&amp;gt;&amp;lt;/p&amp;gt;"></div>

 Yet another pharmaceutical company owner Leena Tiwari of USV India was ranked 71 on the Forbes list, with a net worth of $1.92 billion. The company, which was started as a joint venture with Revlon in 1961 is known for its diabetic and cardiovascular drugs.

Savitri Jindal, Kiran Mazumdar Shaw and Leena Tiwari — the only three women on Forbes list of 100 richest Indians

<ul><li>The <keyword id="7642375" type="COMPANY" weightage="20" keywordseo="data-sciences-division">Data Sciences Division</keyword> of dentsu India, has unveiled its latest Insights report, ‘The Next Normal: The Rise of the Contactless Economy' under its specialist consumer insights wing dentsu Marketing Cloud (DMC) Insights. </li><li>The report covers deep findings of the impact of a contactless world on consumer behavior and sentiment of the <keyword id="159493" type="PERSON" weightage="20" keywordseo="Gen-Z">Gen Z</keyword> &amp; Millennial audiences from <keyword id="153782" type="COMPANY" weightage="20" keywordseo="Urban-India">Urban India</keyword>.</li></ul>The Covid-19 pandemic has had a profound impact on people's lives. There have been many changes in human behaviors, how we communicate, work, and consume. The Data Sciences Division of dentsu India, has unveiled its latest Insights report, ‘The Next Normal: The Rise of the Contactless Economy' under its specialist consumer insights wing dentsu Marketing Cloud (DMC) Insights. The report covers deep findings of the impact of a contactless world on consumer behavior and sentiment of the Gen Z &amp; Millennial audiences from Urban India. With businesses and individuals scrambling over the past year to adjust to extraordinary circumstances, increased vaccination presents somewhat of a light at the end of the tunnel. In many ways, the year 2021 will be a year of transition as we battle our way through the devastation caused by the pandemic and look toward a future. A zero-touch and more consumer conscious world has promoted the rise of a 'contactless economy' shaped by a virtually connected ecosystem. Key highlights of the report: <ul><li class="m_-3406908789372116735MsoListParagraph">Willingness to try lesser-known brands: 70% expressed a willingness to purchase products from a lesser-known brand.</li><li class="m_-3406908789372116735MsoListParagraph">The Growing Virtual Wallet: Close to 60% of transactions of our surveyed audience claim to be fulfilled via virtual wallets. 23% via credit and debit cards and the remaining through cash. Google Pay enjoys a lion’s share with PayTM being second.</li><li class="m_-3406908789372116735MsoListParagraph">Online Certifications: 59% claim to have done an online certification. A trend likely to continue post lockdown.</li><li class="m_-3406908789372116735MsoListParagraph"><keyword id="48379" type="COMPANY" weightage="20" keywordseo="Ayurveda">Ayurveda</keyword>: 49% of the surveyed pool have a reliance on Ayurveda to meet their immunity needs. </li></ul>Commenting on the launch, <keyword id="1376695" type="PERSON" weightage="20" keywordseo="Gautam-Mehra">Gautam Mehra</keyword>, Chief Data Officer (<keyword id="119132" type="COMPANY" weightage="20" keywordseo="Asia-Pacific">Asia Pacific</keyword>) &amp; CEO dentsu <keyword id="2520956" type="COMPANY" weightage="20" keywordseo="programmatic">Programmatic</keyword> said, “While the world grapples with the impact of the covid-19 pandemic, there is widespread uncertainty. However, in an ‘at home’ economy, the only assurance is that a next normal is being created, promoted by a hyper-connected world. Pegged to globally reach a $3trillion size by 2025, the ‘at home’ consumption economy has been fueled by the need for consumers to look at digital channels to maintain normalcy in their lives – be it to connect with friends and family virtually, purchase necessities, subscribe to content or discover and learn new skills. Millennials and Gen Z consumers, being digital natives, have been better equipped in adapting to a virtual world with demonstrating a greater adoption of cashless payments and an openness to discover and try new brands.” “The Next Normal has given rise to a hyper-connected virtual world fueled by better internet connectivity promoting an increase in online consumption and fulfillment of the needs within a contactless world. Being tech-natives, Gen Z and millennials will form a cornerstone of new age marketing and brand engagement given their growing spending power and digital literacy. A virtual world has given rise to human experience platforms. With the virus hitting home, there has been a hyper awareness of health and safety amongst Millennials and Gen Z audiences. This report builds on the commitment of DMC Insights to deliver industry leading insights on this demographic covering their impact on various aspects of consumption and growth,” added <keyword id="7856732" type="UNKNOWN" weightage="20" keywordseo="Abhinay-Bhasin">Abhinay Bhasin</keyword>, Vice President (Asia Pacific) and Head of DMC Insights, <keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu International</keyword>. The report has been unveiled under the unit’s specialist research wing – DMC Insights. The dentsu Marketing Cloud (DMC) Insights offers an expertise-led model to assist dentsu Data Sciences research &amp; insights, consulting and practice teams in delivering differentiated values to our clients.

70% Gen Z & Millennial audiences from urban India are today willing to purchase products from a lesser-known brand: Dentsu Data Sciences

The Nagpur Bench of Bombay High Court passed an interim order on May 7 which stops Bureau of Indian Standards (BIS) from taking any coercive action on jewellers across India or impose penalty on those who may not comply with BIA (BIS Act, 2016) regulations, Section 29(2) on mandatory hallmarking due to the lack of adequate infrastructure in terms of assaying and hallmarking centres. The Court ruled: "The contention is that the new regulation making it compulsory to hallmark gold jewellery before it is stored or sold, which has to come into force w.e.f. 1st June 2021, is likely to result in great hardships to lakhs of jewellers in India and their number is stated to be 5 lakhs." The writ petition was filed by All India Gem &amp; Jewellery Domestic Council (GJC), which is the industry's apex domestic Council that ensures promotion, protection and progress of jewellers. GJC was represented in court by counsel, Rohan Shah. Ashish Pethe, Chairman, All India Gem &amp; Jewellery Domestic Council (GJC) stated, "Courts have seen the hardship of the jewellers. The order stated that further contention is that in proportion to such multitude of jewellers in India - the percentage of hallmarking centres available in India, is just about 34% of the 733 districts in the country and that there are at least 488 districts in the country, which do not have any hallmarking centres. It is further submitted that there are about 6,000 crore pieces of jewellery, which still need to be hallmarked." Nitin Khandelwal, Past Chairman, GJC, said, "Courts have been reasonable and strict with BIS as further contention is that if there is any breach of the said mandate of law as provided under Sections 14 and 15 of the Bureau of Indian Standards Act, 2016 (BIS Act), there is a penalty in offence as provided under Section 29 of the BIS Act, 2016 punishable with maximum imprisonment of one year. It is also submitted that within the time available, it could not be possible for all the jewellers and for every piece of jewellery presently available to be hallmarked before these provisions of law come into force." Saiyam Mehra, Vice Chairman, GJC, commented, "It is further submitted that there are also other problems arising out of the present COVID restrictions, which prevent a person to travel from one district to another district and that there are several districts, which do not have any hallmarking centres yet. And the court has in the meanwhile, directed that no coercive action shall be taken against the jewellers under Section 29(2) of the BIS Act, 2016, till next date of hearing on 14th June 2021. This is a big relief to the jewellers who shall now be fully protected from any actions from BIS even though they may wish to still go ahead with mandatory hallmarking." Dinesh Jain, Director, GJC who represented GJC in the writ petition filed, commented, "The writ has been admitted on merit and notice has been issued to BIS and all respondents. BIS is wise enough to know what to do in such a situation and we are sure that BIS shall not proceed with mandatory hallmarking without doing their homework properly. GJC is fully supporting Hallmarking and pray in the writ petition that a ‘High Level Committee' be constituted by Honourable court to streamline and resolve all issues for the benefit of Consumers, Jewellers and core objective of BIS." All India Gem and Jewellery Domestic Council (GJC) represents over 5,00,000 players comprising manufacturers, wholesalers, retailers, distributors, laboratories, gemmologists, designers, and allied services to the domestic Gems &amp; Jewellery industry. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/health/news/a-potentially-lethal-fungal-disease-is-creeping-into-recovering-covid-19-patients-and-the-prognosis-is-not-good/articleshow/82476375.cms">A potentially lethal fungal disease is creeping into recovering Covid-19 patients, and the prognosis is not good</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/gautam-adani-net-worth-has-crossed-60-billion-as-per-forbes/articleshow/82454659.cms">Gautam Adani’s net worth has crossed $60 billion – thanks to Adani Ports’ profits</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/good-news-for-tata-steel-jsw-steel-sail-hindalco-and-other-indian-steel-companies/articleshow/82451127.cms">China has broken another emissions record ⁠— and it is good news for some Indian companies</a>

Half a million Indian jewellers resisting mandatory hallmarking get interim relief from the court

By Lalit K Jha Washington, Apr 20 () Lying on a hospital bed in New York, Dr Madhvi Aya could only exchange text messages with her husband and daughter. She was not able to meet them one last time. The 61-year-old woman, who died last week, was afflicted with the coronavirus disease (COVID-19) while treating a positive patient in March. Aya, who moved to the US along with her husband in 1994, is among the several Indian-American doctors who are in the frontline in the fight against the novel coronavirus pandemic. "Aya's text messages and her family's account of her final days reveal a woman who spent much of her life devoted to medicine before succumbing to the cruel and familiar arc of a patient with COVID-19," reported local Sun-Sentinel. Indian American community leaders say that quite a number of Indian American doctors have been infected during this once-in-a-century public health crisis. The number could be in several dozens and several of the Indian-American physicians have succumbed to coronavirus. A majority of them are said to be from New York and New Jersey. Dr Rajat Gupta (name changed) was attending a coronavirus patient in the emergency room of a hospital in New Jersey early this month. A few moments later, the patient threw up. It hit his face with a force. Gupta fell ill and he tested positive for coronavirus. Despite best efforts, doctors could not save his live, adding to the growing list of Indian-Americans who have died due to COVID-19. "It's hard to know the exact number of infected one," Ravi Kolli, secretary of the American Association of Physicians of Indian Origin (AAPI), told . "There are at least 10 (Indian American doctors) who are critically ill." One of the largest doctor's organisations of its kind, the AAPI represents more than 80,000 Indian-American doctors, who constitute the largest ethnic group of physicians in the US. "AAPI members, as a group, are over-represented in all the hotspot areas, as well as caring for underserved populations," he said. Early this week, Indian American nephrologist Priya Khanna, 43, died in a New Jersey hospital. Her father Satyendra Khanna (78), a general surgeon, has tested positive and is said to be in a critical condition in the intensive care unit in the same hospital. "Indian-American physicians are the real heroes. Many have become positive in the process, some have died, some are in ICU now and some are recuperating at home," AAPI vice president Dr Anupama Gotimukula said. Community leaders are praying for Dr Ajay Lodha, a former AAPI president, who has tested positive for COVID-19, has been hospitalised and now is in ICU in a New York hospital. Gastroenterologist Dr Anjana Samadder from Ohio, wife of former AAPI president Dr Gautam Sammader is also reported to be battling for her life. Another prominent Indian American physician Dr Sunil Mehra is said to be in serious condition. "They are bravely leading the enormous challenge of fighting COVID 19 pandemic at their own personal risk without a second thought, which speaks volumes for their compassion, commitment and sense of duty," Kolli said. According to the US Center for Disease Control and Prevention, Asian American are least impacted by coronavirus among various ethnic groups. According to a CDC data that was recently updated, they account for nearly 4.4 percent of the total infected cases. " The virus has killed more than 40,000 people in the US and over 7,63,000 have tested positive. Indian American Congressman Raja Krishnamoorthi expressed his gratitude to the physicians and other healthcare professionals for their "dedication to the nation, for helping all to cope with the situation, guaranteeing the wellbeing of all". "The healthcare workers have been feeling vulnerable as the disease can affect them and their family members and sense of duty to serve at the same time," said Dr Jayesh Shah LKJHMB

COVID-19: Several Indian-American doctors in the frontline

By Lalit K Jha(Eds: Adds more inputs) Washington, Apr 20 () Indian-American Dr Madhvi Aya, who contracted the coronavirus in the line of duty in New York, the country's COVID-19 epicentre, could only exchange text messages with her husband and daughter from her hospital bed before she lost the battle to the deadly virus.The 61-year-old woman, who moved to the US along with her husband in 1994, was among the several Indian-American doctors in the frontline in the fight against the novel coronavirus pandemic."Aya's text messages and her family's account of her final days reveal a woman who spent much of her life devoted to medicine before succumbing to the cruel and familiar arc of a patient with COVID-19," reported Sun-Sentinel newspaper.Indian American community leaders say that quite a number of Indian American doctors have been infected during this once-in-a-century public health crisis.The number could be in several dozens and several of the Indian-American physicians have succumbed to coronavirus. A majority of them are said to be from New York and New Jersey. Dr Rajat Gupta (name changed) was attending a coronavirus patient in the emergency room of a hospital in New Jersey early this month. A few moments later, the patient threw up. It hit his face with a force.Gupta fell ill and he tested positive for the coronavirus. Despite best efforts, doctors could not save his live, adding to the growing list of Indian-Americans who have died due to COVID-19."It's hard to know the exact number of infected ones," Ravi Kolli, secretary of the American Association of Physicians of Indian Origin (AAPI), told . "There are at least 10 (Indian American doctors) who are critically ill." One of the largest doctors' organisations of its kind, the AAPI represents more than 80,000 Indian-American doctors, who constitute the largest ethnic group of physicians in the US. "AAPI members, as a group, are over-represented in all the hotspot areas, as well as caring for underserved populations," he said. Early this week, Indian American nephrologist Priya Khanna, 43, died in a New Jersey hospital. Her father Satyendra Khanna (78), a general surgeon, has tested positive and is said to be in a critical condition in the intensive care unit in the same hospital. "Indian-American physicians are the real heroes. Many have become positive in the process, some have died, some are in ICU now and some are recuperating at home," AAPI vice president Dr Anupama Gotimukula said. Community leaders are praying for Dr Ajay Lodha, a former AAPI president, who has tested positive for COVID-19 and now is in ICU in a New York hospital. Gastroenterologist Dr Anjana Samadder from Ohio, wife of former AAPI president Dr Gautam Sammader is also reported to be battling for her life. Another prominent Indian American physician Dr Sunil Mehra is said to be in serious condition. "They are bravely leading the enormous challenge of fighting COVID 19 pandemic at their own personal risk without a second thought, which speaks volumes for their compassion, commitment and sense of duty," Kolli said. According to the US Center for Disease Control and Prevention, Asian American are least impacted by coronavirus among various ethnic groups. According to a CDC data that was recently updated, they account for nearly 4.4 per cent of the total infected cases." The virus has killed more than 40,000 people in the US and over 7,63,000 have tested positive. Indian American Congressman Raja Krishnamoorthi expressed his gratitude to the physicians and other healthcare professionals for their "dedication to the nation, for helping all to cope with the situation, guaranteeing the wellbeing of all". "The healthcare workers have been feeling vulnerable as the disease can affect them and their family members and sense of duty to serve at the same time," said Dr Jayesh Shah. LKJ HMB CPS AKJ CPS

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As demand for e-gaming picks up, DAN's Data Sciences launches gaming demand-side platform, ‘Dentsu Play'

Guest Author

Dentsu APAC’s Data Sciences Division launches GPT-3 powered Content Creation Engine

BI India Partner

dentsu Play and WATConsult's latest innovation for Tata Nexon helps the brand target premium, behind-the-paywall audience on OTT platforms

BI India Partner

Savitri Jindal, Kiran Mazumdar Shaw and Leena Tiwari — the only three women on Forbes list of 100 richest Indians

Prerna Sindwani

70% Gen Z & Millennial audiences from urban India are today willing to purchase products from a lesser-known brand: Dentsu Data Sciences

BI India Partner

Half a million Indian jewellers resisting mandatory hallmarking get interim relief from the court

IANS

COVID-19: Several Indian-American doctors in the frontline

PTI

COVID-19: Many Indian-American doctors in frontline make ultimate sacrifice

PTI

It's not just India — Chinese intelligence has its eye on more than 2.4 million individuals across the US, Japan, Canada, Australia, and the UK

Prabhjote Gill

List of 165 politicians, journalists, military officials and other prominent personalities that China Revival was tracking

Prabhjote Gill

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